Why was the Scion FR-S discontinued?
The Scion FR-S was discontinued because Toyota retired the Scion brand in 2016 and migrated the model into its Toyota lineup as the Toyota 86, with later evolution into the GR86.
Background on the FR-S and BRZ
In 2012, Toyota and Subaru introduced the FR-S and BRZ as a lightweight, rear-wheel-drive sports coupe duo. The FR-S was sold in the United States under the Scion badge, while the BRZ carried Subaru branding in many markets. The cars shared most components, including the 2.0-liter engine and the same chassis, delivering a nimble driving experience that appealed to enthusiasts.
Co-development and branding
FR-S stands for Front-engine, Rear-wheel-drive, Sport. The Scion FR-S was the North American badge, while in Japan and several other markets the same car appeared as the Toyota 86 or GT86, reflecting regional branding decisions. Over time, Toyota pursued a more unified global branding strategy, reducing badge variety.
Reasons for discontinuation
Several strategic factors shaped the decision to phase out the Scion FR-S under the Scion umbrella. The main drivers are outlined below.
- End of the Scion brand: Toyota shut down the Scion brand in 2016, consolidating its models under the Toyota umbrella.
- Brand consolidation: A single global branding approach simplified marketing, dealer networks, and product lifecycle management.
- Sales and market strategy: The Scion lineup, including the FR-S, faced modest sales compared with Toyota’s mainstream range, encouraging a shift to a single-brand approach.
- Global naming consistency: Aligning with the Toyota 86/GR86 naming helped maintain a coherent global lineup, with GR86 later introduced under Gazoo Racing branding.
In short, the discontinuation reflected corporate branding decisions and efficiency goals rather than a verdict on the car’s performance alone.
What happened after
After Scion’s dissolution, Toyota rebranded the sports coupe under its own name. The 2017 model year in North America saw the car marketed as the Toyota 86, aligning with the global 86 designation. In subsequent years, Toyota expanded the performance branding with the GR86, introduced for the 2022 model year, while Subaru continued selling the BRZ with its own updates.
Global naming and market nuances
In Japan and many markets, the car has been sold as the Toyota 86 for years, with Scion FR-S remembered mainly as a North American badge. The GR86 represents the latest evolution, signaling a performance-focused lineage that traces back to the original FR-S/BRZ partnership.
Summary
The Scion FR-S was discontinued primarily because Toyota retired the Scion brand in 2016 and folded the model into the Toyota lineup, later transitioning to the Toyota 86 and then the GR86. The driving essence of the car persists, but under a unified branding strategy rather than the original Scion badge.
Why did they stop making Scion FR-S?
However, market preference changes with time, and Scion found itself in trouble when its intended market lost its penchant for attention-grabbing cars. Suddenly, those young buyers grew up and had no interest in over-amplified sound systems, undercarriage neon lights, supercharger kits, or funky wheels.
Why did Toyota shut down Scion?
Toyota discontinued the Scion brand primarily due to declining sales and a failure to connect with its younger target demographic, exacerbated by a lack of compelling new models and a crowded entry-level market. The brand's original average buyer age of 35 had risen to 43 by 2011, and many of its models were perceived as being rebadged Toyotas, creating overlap with the main brand's offerings and failing to establish a distinct identity. Ultimately, Toyota decided to absorb the remaining Scion models into the Toyota lineup to simplify its brand portfolio.
- Declining sales and market relevance: Scion's sales slumped, and it failed to maintain interest from its intended young audience, whose preferences had shifted.
- Target demographic shifts: The average age of a Scion buyer increased significantly over the years, moving away from the younger demographic the brand was created to attract.
- Market overlap: Scion's vehicles, often rebadged from Toyota's international lineup, competed directly with affordable Toyota models like the Corolla, which were often more popular and outsold Scion models.
- Lack of a clear identity: The brand struggled to differentiate itself from Toyota, and its lineup lacked the standout, desirable models needed to stand out in a competitive market.
- Failure to adapt to market trends: The brand didn't have enough crossover vehicles, a key growth segment in the automotive industry.
What year to avoid FRS?
2013-2015 Scion FR-S - Common Problems
It was to avoid damaging the transmission. Some FR-S cars were delivered to dealerships without ever having had their systems reconnected. In early 2016, Toyota issued a recall on all FR-S cars. Toyota had its dealerships correct each affected car's system free of charge.
Why did Scion fail?
Scion failed due to a combination of factors, including a misjudged target audience, a poorly received product lineup, changing market trends, and a lack of a clear brand identity, which ultimately led to declining sales and Toyota discontinuing the brand in 2016.
Product and market missteps
- Quirky and unappealing designs: While the initial designs were novel, some, like the iQ, were poorly received, and the overall lineup aged without enough exciting, new models.
- Failed to connect with the target demographic: The brand was created to appeal to a younger, Millennial audience, but it ultimately failed to connect with them, partly because many could not afford the cars and younger buyers' priorities shifted away from radical styling and towards practicality, technology, and fuel efficiency.
- Lack of SUVs and crossovers: The lineup was heavily focused on smaller cars, and as demand for SUVs and crossovers grew, Scion was not positioned to meet this trend.
- High costs of accessories: The brand's business model relied heavily on profits from accessories, but financing became difficult during the 2008 recession, impacting sales significantly.
Brand and strategy issues
- Lack of a clear identity: Scion's vehicles were essentially rebadged Toyotas, but the brand's identity was not distinct enough from its parent company. This created a confusing path for customers, and over time, some Scions simply looked like other Toyota models, which diluted the brand's purpose.
- Poor marketing: The marketing efforts failed to build a strong, lasting connection with the target youth market and did not establish a clear brand identity separate from Toyota.
- Infiltrated by older buyers: The brand's initial quirky appeal began to attract older buyers, diluting its intended purpose of capturing the youth market.
External factors
- Global recession: The 2008 recession had a significant negative impact on Scion, which was heavily reliant on younger buyers who were particularly vulnerable to the economic downturn.
- Changing consumer priorities: As time went on, younger consumers, the brand's target demographic, began to prioritize factors like technology, fuel efficiency, and practicality over the "out-of-the-box" styling and customization Scion offered.
